Digitally Incubated Skin Care Brand Debuts at Target
Target is enjoying an exclusive launch window for a new budget-friendly, digitally incubated clean skin care brand from Clique Brands.
Ranging from $9.99 to $19.99 in price, Versed comprises 19 skin care SKUs including facial cleansers and serums, eye creams, body and lip conditioning oils, and face masks. Designed to be a cleaner alternative to traditional skin care solutions, Versed products have no added colors and fragrances, are vegan and cruelty-free and were formulated in accordance with the European Union's standard of "clean" beauty, which prohibits more than 1,350 questionable chemicals, such as sulfates, parabens and phthalates, from use in cosmetics. The brand rolled out to select Target stores and target.com in May after, according to Adweek, entering into a wholesale agreement with the mass merchant. By July, Versed will arrive at all 1,850 U.S. Target stores, as well as Riley Rose and Revolve, and come October will launch its direct-to-consumer experience and “skincare hotline,” where customers can call in and ask experts questions, Adweek reported.
In stores, Versed SKUs enjoy secondary merchandising space via endcaps outfitted with signage positioning the line as comprising "high-performance formulas" with "hype-free price tags." Signage on the endcap also communicates five different icons — dullness, aging skin, problem skin, dryness and "all skin types" — found on the SKUs' packaging to better help shoppers find products that address their skin concerns. On the brand's dedicated website (versedskin.com), product pages direct users to target.com to buy items. A May 15 "A Bullseye View" blog post and a feature in the retailer's May 26 circular also touts the brand's arrival at Target.
“We know our guests are looking for options when it comes to building a skin care routine that’s right for them. The Versed collection offers trend-forward products that are affordable, made with cleaner ingredients and above all, are effective," said Christina Hennington, Target’s senior vice president, general merchandise manager, essentials, beauty, hardlines and services, in the blog post. "Adding Versed to our assortment not only gives guests first access to a new beauty brand, but it’s another way we’re continuing to differentiate our beauty assortment and reinforce Target as the ultimate destination for all beauty and skin care needs.”
Versed was developed based on input from skin care and industry professionals, who helped fine-tune and test-drive each item after more than 11 years of testing and research. The brand was also created and inspired by sister-brand Who What Wear’s online community of more than 16 million people who expressed their desires for better, more accessible skincare, Melanie Bender, general manager of Versed, told Adweek. Bender said that after hearing time and time again from the Who What Wear community about their frustrations with skin care, the Versed team conducted a national survey of 8,000 women in the community and found that women aren’t using 61% of the skincare products they currently own — giving the brand more proof that there was a market need.
“They don’t have the disposable income to go to Bloomingdale’s and buy one of the prestige brands or maybe they’re not comfortable going to a new brand on Instagram and making a transaction there,” Katherine Power, chief executive officer and founder of Versed (and ceo and co-founder of Who What Wear), told Adweek. “It’s really the first digitally incubated clean drugstore brand.”
Clique Brands has worked with Target in the past, most notably partnering with the mass merchant in 2016 to create an ongoing clothing collection under its Who What Wear brand. New collections are launched seasonally and new pieces drop every month. The company also teamed with the retailer to create JoyLab, an exclusive activewear collection.
NOTE: For more images of this program at Target, visit p2pi.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.